Category: membership

[caption id="attachment_25" align="alignright" width="300" caption="Factors affecting member loyalty"][/caption] Member loyalty is a strategic objective for most institutions. Managers around the world agree that new member acquisition alone will not ensure long-term success. Acquisition must be balanced with member retention and member development to optimize performance in the long run. There are many different terms used to describe the process of keeping members longer and becoming a greater share of each member’s lifestyle. It has been called many things, including the following: (more…)

I believe that any company interested in maintaining a profitable business should be interested in customer retention marketing. Customer retention and customer retention marketing are crucial for converting one-time customers into long-term brand advocates. I am looking at customer retention purely from a university alumni angle (more so alumni associations). It seems that very few Australian associations have got it right in terms of retention. Most of them spend huge amounts for initial alumni acquisition but it seems alumni retention is not taken as a priority. It’s a real pity to see them acquire members, service them, and leave them unchecked for future sales/purchases and word of mouth marketing. (more…)